Strategy and musical relaxation
Created for the internal communication of a bank, this piece was designed to boost employee morale during a major core banking system replacement project.
Inspired by Barack Obama's campaign poster, the illustration uses the company’s color scheme and lyrics from American rapper Dr. Dre (“And even when I was close to defeat, I rose to my feet”) to highlight resilience and motivation.
“Straight Outta UAT GL2022” — a nod to the bank’s strategic project — plays on Dr. Dre’s famous slogan “Straight Outta Compton.”
The image of the artist performing during the Super Bowl 2022 halftime show, with his finger pointing upward as if signaling success, visually symbolizes determination and achievement, having grown up in a tough neighborhood (Compton).
Why Dr. Dre? Because D.R.E. is also a common acronym in project implementation: Deployment / Release / Execution. It often involves a rehearsal phase — fittingly translated as rehearsal in English — just like singers rehearse before every concert.
The piece also aimed to draw a parallel between the success journeys of Dr. Dre and Barack Obama.